INDICE: Introduction. Foreword. Acknowledgments. Permissions. SECTION 1: OVERVIEW. 1. Latest thinking on valuing and managing customers. 2. Customer profitability analysis. 3. Calculating customer profitability. 4. How to calculateCP for large customer numbers. 5. Customer lifetime value. 6. Calc customer lifetime value. 7. Calculating and using customer equity. 8. Relational value of a customer. SECTION 2: HOW TO MANAGE A CUSTOMER PORTFOLIO. 9. Managing a customer portfolio using customer equity. 10. The Customer portfolio using both supplier & customer persp. 11. Risk. 12. Service-based segmentation. SECTION 3:THE STRATEGIC DECISIONS THAT MAXIMISE THE VALUE OF YOUR. 13. Selective customer acquisition and retention. 14. The role of pricing in creating or destroying value. 15. Increasing customer equity using value propositions. 16. Afterword.
- ISBN: 978-0-470-06063-6
- Editorial: John Wiley & Sons
- Encuadernacion: Cartoné
- Páginas: 352
- Fecha Publicación: 21/11/2008
- Nº Volúmenes: 1
- Idioma: Inglés